The re-branding and consolidation of the groups brands will facilitate the group to enter into new markets and will also mean better value for money in terms of advertising and sponsorships, says Aviva Life Insurance director (marketing and distribution strategy) Shah Rouf.

The new brand, he says, will create a common internal culture for the company worldwide and will instil a greater sense of direction for the companys employees and policyholders. But Aviva will only be the trading name for the company in India and the legal entity continues to remain Dabur CGU Insurance Company Pvt Ltd, with no change in the shareholding pattern.

Aviva Life Insurance, meanwhile, is all set to launch operations in India, pending approval from the Insurance Regulatory Development Authority for its first batch of products. In India, the company has entered into bancassurance agreements with ABN-Amro Bank, Lakshmi Vilas Bank, Canara Bank, and is in the process of finalising a similar tie-up with a multinational bank shortly.